In my session at the PRSA 2010 International Conference I talked about how we at Bailey Gardiner use the Web and social media to support our new business work. Our work started with the recognition that we really weren’t taking our own medicine — we espouse the importance of the website as a resource for decision makers to our clients but were we using it that way? Did we showcase our work creatively? Did we provide understandable case studies and results? Nope.
Strategic Planning's archives
Tags: pr+best+practices, pr+social+media, PRSA 2010 International Conference, prsa+conference, public+relations, social+media+policy
That’s the dreaded phrase you never want to hear your clients say.
I attended a session at the PRSA 2010 International Conference called “Spin Gold, not Cotton Candy: Buzz Campaigns That Drive Business Results,” hosted by PainePR. Immediately they got my attention by throwing out terms like “buzzability,” “buzzed about” and many other words Webster’s dictionary won’t recognize. I have a natural affinity for word-of-mouth marketing, so this session really hit home for me. The panel shared what they believe to be the seven principles to creating a compelling word-of-mouth marketing campaign while relating the principles to recent, “buzz-worthy” campaigns.
Tags: buzz+marketing, online+marketing+campaig, PRSA 2010 International Conference, viral+campaign, WOM+marketing, word+of+mouth+marketing
I could sum up today’s presentation on “Simplicity and Persuasion: Move Your Audience to Action” in the few words our presenter closed with:
Motivate the heart. Direct the mind. Simplify to persuade.
Mahmoud Arafa, president and creative director, Designframe USA, told us to simplify the message then present it in a way that elicits interest and taps into the “what’s in it for me” motivation. How do you move from belief to action? That doesn’t come with a single tactic. You must combine tactics and approaches.
Even so, remember simplicity. This is a bandwidth issue — the less words the better. Often simple becomes abstract. Move beyond this.
Tags: message, messaging, persuade, prsa+conference, public+relations, simplify+messaging
Several clients, friends, acquaintances and occasional enemies have come to me, seeking advice with getting into the social media game. While I would never decree myself a “soothsayer” or “wizard” in this particular arena (which is already overloaded with a substantially ravenous horde of “brainiacs” and “gurus”), I believe two obvious, yet critical, points allude many of these seekers — much like the wily Sasquatch of the Northwest woods. In order to succeed in the social media realm, you must have:
- Media (text, audio, video) that specifically appeals to the audience you are trying to reach;
Tags: brand+ambassador, dave+fletcher, prsa+conference, social+media, social+network
This month, Todd Defren opined on the PR-Squared blog that public relations, as a distinct discipline, no longer exists. Marketing, Defren argues, is now the “umbrella under which all other disciplines fall.”
Many PR and marketing professionals would agree.
“The gray line between marketing and PR is (rightfully) diminishing …,” wrote one communications professional in response to a Vocus survey on Integrated Communications earlier this year. “Overall, marketing and PR have the same goal, and while they have different tactics to obtain that goal, their strategies need to co-align.”
Tags: kye+strance, marketing+public relations, prsa+conference
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